MKTG1021 Lecture Notes - Retardation Factor, 0 (Year), Rosewood Hotels & Resorts
Document Summary
Rosewood hotels & resorts: branding to increase customer profitability and lifetime. The purpose of this case is to learn how a marketing manager can use clv as a decision-making aid when making strategic branding decisions. It also demonstrates how a firm"s branding strategy can impact marketing tactics, customer retention, and firm profitability. Imagine it is the year 2004, and you are robert boulogne. Use the excel spreadsheet template posted on our class blackboard vista webpage to help structure your. Clv analyses (it is set up like exhibit 8 from the case, with 2003 as year 0). Include a copy of your spreadsheet when you turn in your homework. Be sure to briefly, but clearly, summarize the main results from your clv analysis. Simply attaching a copy of your spreadsheet is not a complete answer. Don"t assume 6 years are needed for your clv. Calculate expected customer lifetime first, and then use it to determine the number of years to include.
